Artificial intelligence shapes almost all your digital experiences. Despite our daily exposure to AI, many B2Bs still aren’t sure how to use it effectively just yet.
Apps like Netflix offer an endless stream of personalized content.
Facebook is specially designed to keep you scrolling with uniquely crafted content.
Amazon offers personalized product suggestions to keep you buying.
Research shows 40% of B2Bs using AI believe it’s an important investment to achieve better sales and marketing outcomes. A third go as far as to say AI is revolutionizing B2B marketing entirely.
The future doesn’t look good for those who fail to adopt successful AI strategies.
Furthermore, evidence says 80% of businesses will abandon their data-driven personalization strategies due to poor ROI by 2025. AI is the missing link that connects data and content to create effective personalized experiences.
Here’s how to use artificial intelligence to improve your blog strategy.
How to Use Artificial Intelligence to Boost the Effectiveness of Your B2B Blog
Artificial intelligence creates personalized experiences better than a human marketer ever could. Instead of spending hours sifting through massive datasets and drawing conclusions for a tiny return, AI can complete the tasks more effectively in a fraction of the time.
1. Organize Your Content More Efficiently for Visitors
Traditional blogs aren’t user-friendly. They usually contain broad categories for topics and some tags for organization.
Beyond recommended content you add manually, there’s no personalization – and especially no hyper-personalization.
Instead, AI can help you create unique experiences for everyone with adaptive content hubs. An adaptive content hub uses machine learning to suggest relevant posts based on each user’s behavior AND the behavior of past similar users.
2. Offer Personalized Content Recommendations
When you implement AI on your website, you don’t have to go through the trouble of segmenting your leads into different boxes and following up with chosen content recommendations.
AI uses every visitor’s browsing behavior, the behavior of similar users, and intent data to provide personalized content recommendations for everyone.
Once a lead provides their email address, you can follow up with even more personalized nurturing content based on the piece of content that pushed them over the edge.
AI uses the same algorithms as Amazon and Netflix, such as collaborative filtering and content similarity models, to learn about visitors and improve experiences.
3. Guide Leads Down the Sales Funnel
Artificial intelligence doesn’t just improve the visitor experience, it also helps you nurture leads while you sleep.
The algorithms are specially designed to select the perfect piece of content for every stage of the sales funnel. The algorithms gently guide visitors toward a purchase while they browse your site.
And when they return to your site, the algorithms remember them and pick up right where they left off!
In other words, you can start nurturing visitors right away before you ever collect their email address.
4. Allow Leads to Self-Nurture and Research at Their Own Pace
Part of nurturing is delivering the right piece of content to leads at the perfect time.
Considering that buyers complete up to 90% of the sales process without contacting anyone at your company, it’s important to give them the tools they need to research.
Understanding how to use artificial intelligence on your website can simplify the process.
Instead of following up through email or retargeting ads on social media (which are both effective in their own rights), you can use your website to help nurture leads with content bingeing features.
Self-nurturing landing pages follow a similar strategy as Netflix: Offer personalized content recommendations to keep visitors on the website.
5. Create an Effective Account-Based Marketing Strategy
Account-based marketing can deliver incredible returns IF you can get the right strategy in order. If not, ABM turns into a money pit.
Artificial intelligence has made it easier than ever for B2Bs to create effective account-based marketing strategies for the simple reason that AI does the challenging work. Artificial intelligence puts the right piece of content in front of visitors at the right time.
You can also use AI to identify company patterns and figure out which accounts to target for creating content.
6. Ditch Gated Content to Create a Better Experience for Mobile Users
Lead forms are outdated. Think with Google estimates that 70% of B2B searches happen on mobile devices. The last thing anyone on a smartphone wants to do is fill out an intrusive form.
You invested money into researching and creating awesome content. People come to your website for great content. Give it to them.
You don’t have to worry about collecting lead data because artificial intelligence will pick up right where it left off in the nurturing department when they return to the site. You can also use the same data to target anonymous visitors off your site on platforms like LinkedIn with nothing more than a URL from your blog.
7. Catch Visitors Before They Bounce with Personalized Exit-Intent Popups
How many times today have you tried to navigate away from a website only to have it throw a lead magnet form in your face?
Probably quite a few. Unfortunately, the last thing anyone wants to do as they try to leave a site is hand over their personal information. Instead, use artificial intelligence to create a popup with personalized content recommendations.
Not only will people stay on your site longer, but the algorithms can nurture them towards a purchase as well.
Artificial Intelligence is the Future of B2B Marketing
Now that you understand how to use artificial intelligence in B2B marketing, it’s time to implement an AI engine on your site.
Hushly AI uses innovative machine learning to create a personalized experience for everyone, no matter whether they’re a known lead you’ve collected or an anonymous web visitor.
You’re already collecting the data. Why not put it to work with the power of AI?